Specialism · Copywriting
Copywriting that gets readers to act.
Every piece of copy has a goal: an enquiry, an appointment, a feeling about the brand. We write copy that achieves that goal, in your franchise’s tone, for head office and for every location.
When
Time for copywriting if…
- your location pages have almost identical copy
- your copy ranks well in Google, but nobody gets in touch
- every location writes about the brand differently
- your copy is mostly about you, not the customer
What we do
From analysis to copy that works.
- 01
Audit
We get to know your audience and your franchise before we write a word.
- 02
Write
Copy in the brand’s tone, with one clear next step for the reader.
- 03
Optimise
Search-engine friendly, without the reader noticing.
SEO copy
SEO copy for the reader, not for Google.
We’re often asked to write SEO copy. Copy written only for the search engine usually misses the mark. It may rank high, but visitors do nothing with it.
Our copy is always search-engine friendly: the right keywords, good headings, a logical structure. But the reader comes first. They need to recognise themselves and feel good reading it.
With a franchise there’s something else too. Ten location pages with almost identical copy are bad for Google and dull for the reader. We write a strong foundation from the brand, and make every location page unique with local information.
How we work
How does copywriting work?
Good copy starts with the audience. That’s why we always start with an analysis of your customers and your franchise. What do they want to know? What stage are they at when they read the copy? What’s holding them back?
With that knowledge we write copy that combines the right information with the right tone. That’s how we move the reader to act: an enquiry, an appointment or a visit to the location. A selection of what we write:
- Web copy for the brand and for every location page
- Blogs and in-depth articles
- Ad copy for Google and social media
- Newsletters and campaign copy
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Other specialisms
Frequently asked questions
About copywriting.
What is copywriting?
Writing text, also known as copy, with a purpose: persuading, informing or prompting people to act. You find it in ads, on websites, in newsletters and on social media.
What’s the difference between copywriting and ordinary writing?
Ordinary writing is often mainly informative. Copywriting wants to achieve something with the reader: a purchase, a sign-up, an enquiry. Every sentence works towards that goal.
What makes copywriting effective?
Copy that suits the audience, has a clear message and gives the reader one concrete next step. That call to action has to stand out and be instantly understandable.
How do you write copy that ranks well in Google?
Use relevant keywords naturally, work with clear headings and keep the copy readable. All the other principles of SEO apply too. But always write for your reader first.
Should copy be long or short?
That depends on the goal. An ad needs to be short and direct. A page that answers a difficult question can be longer. The copy is as long as it needs to be, and no longer.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.